Motivational factors for big data analytics continued use

Many firms have adopted big data analytics (BDA); however, it is unclear whether data analysts continue using BDA or prefer the conventional data analytics tools in these organizations. This research investigates what motivational factors could affect data analysts to continue using BDA in organizations. The study draws on self-determination theory (SDT) to develop a theoretical research model with three intrinsic motivational factors, including autonomy, competency, and relatedness, as the predictors for BDA continued use. The study will also explore the mediating role of BDA interestingness on the association between intrinsic motivation and BDA continued usage. Survey-based research will be outlined to test the proposed research model using structural equation modeling techniques. Prospective contributions and research limitations are also explained.